Meta Platforms Inc. is rolling back ad targeting for European users in a bid to address European Union concerns over the company’s subscription model.

Data from all of a user's previous time spent on Facebook or Instagram, which is typically combined to precisely target an individual with tailored ads, won't be used.

Meta, under legal pressure in the European Union over a binary "pay us or consent to ad tracking" choice it currently offers regional users of its social networks Facebook and Instagram, is changing how its regional ad business works again.